I just finished reading a very clever book. It's called "Made To Stick" and is written by brothers Chip and Dan Heath, and the premise of the book is that there is a formula to making ideas "stick".
Why do we remember the Wendy's ad "Where's the beef?", but other fast food commercials have past on into advertising oblivion? How do we make our ideas - no matter what the topic or who the audience - stick? Why is it that urban legends are so quick to travel the globe, but many true stories struggle to find an audience? Mark Twain once observed, “ A lie can get halfway around the world before the truth can even get its boots on.”
The formula? SUCCESs. Simple. Unexpected. Concrete. Credible. Emotional. Stories. The stickiest of ideas employ most or all of these six concepts.
It's a concise book with a concept that can be applied to sales and marketing, colleagues and family, in the board room or the play room. If you have trouble getting people to buy in to your ideas without bribery or coercion this might be just the book for you. It's a relatively light read and I really enjoyed it.
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